Post on 23-Sep-2020
DON’T SELL WEBSITES
SELL A VISION
SELLING A VISION
A website by itself is
a commodity.
I can get a website from
company A or B and they are
probably going to be relatively
similar if they are about the
same quality company for the
same price.
SELLING A VISION
When Apple sold the original
iPod, they weren’t selling an
MP3 player (those were
already on the market), they
were selling 5,000 songs in
your pocket.
A simple shift in value
statements can change
the game.
SELLING A VISION
This is where price pressure
comes from: the
commoditization of websites.
In order to leave the world of
commodities, we have to sell
something bigger than a
website.
SELLING A VISION
The Online Business
Ecosystem is a diverse set of
online strategies and tactics
that help drive business.
The website is the central
headquarters in this matrix so,
in essence, its the most
important asset to invest in.
MY PROCESS
INVEST TIMEOVER TIME
Step One
I Stopped selling like everyone
else a long time ago:
A prospective customer calls or emails, set up a
call, learn about what they want, and provide an
estimate for exactly that.
The potential customer will either: a) Haggle over
price or b) Drop off the radar.
This happens because there is no
relationship in this model.
Building relationshipsI Don’t build relationships by talking about my kids. I
build relationships by increasing the number of
interactions I have before asking someone for
money.
Nurture growth
Organize gathered
information
Discovery phase
Becoming Ferdinand MagellanDiscovery (with a capital “D”)
The multi-meeting discovery phase.
Instead of investing two hours up front to satisfy a curious notion by a non-buyer, I spend a limited amount of
time with a prospective customer up front.
I then move to a scheduled qualification meeting a few days out.
This phase is just as important as discovery, but not always done well in
the professional sales world.
Provide solutions
Bringing vision to life
Time to present A Unique Value PropositionFor me, this is a promise of valued to be
delivered. It is the reason existing customers will continue to work with us and
potential customers will choose to.
Creative planning
Working with our team to approach our clients needs from unique perspectives.
Using innovation to design websites, web applications, and products that merge the digital and physical world
The proposal
This sales process takes the vision of an online business ecosystem and allows it to sink into the prospective customer. They now knew they didn’t need a website, which is was one of the reasons for spreading out the interactions.
I give a prospect time to get to know that I show up on time, have an agenda, and am more curious to learn about their business with each meeting.
By not selling right away, I build trust.
The proof is in the pudding
THE DISCOVERY
BECOMING FERDINAND
FREAKIN MAGELLAN
Discovery (with a capital “D “)
A customer’s business, although it might be in a familiar industry, is uncharted territory.
No one really knows everything about a business (including the owner).
IMPRESSION SIMPLICITY TRUST BRAND
BECOMING FERDINAND
FREAKIN MAGELLAN
Discovery (with a capital “D “)
Stop Over-Reacting!
“What would you like us to do?”
Meetings dedicated to walking through a client’s needs changes the game.
IMPRESSION SIMPLICITY TRUST BRAND
BECOMING FERDINAND
FREAKIN MAGELLAN
Discovery (with a capital “D “)
By going into a customer relationship with the simple goal of helping the prospective client learn about what is going on in their Online Business, I can deliver value in a way
that they probably haven’t seen before.
IMPRESSION SIMPLICITY TRUST BRAND
BECOMING FERDINAND
FREAKIN MAGELLAN
Discovery (with a capital “D “)
Discovery inherently moves the conversation far away from the technological details. It removes our desire to explain what responsive design is, or how cool the CMS widget is that I have
fallen in love with. Although those topics might come out naturally, we lose the need to present them. They become part of the greater conversation of how a certain problem will be solved.
IMPRESSION SIMPLICITY TRUST BRAND
THE CORE
AT THE COREOrganizations come to us to innovate and grow by building outstanding websites, web applications,
and products that merge the digital and physical world.
INNOVATIONThrough our work in technology and social ventures we’re making the world a better place.
We believe that technology is the key to solving complex problems in our own communities and globally. We are excited to collaborate with clients and find innovative solutions to the challenges they face.
GROWTHDrive business growth through the optimization of our three core offerings:
Innovation consulting
Web and app development
Front-end development for start-ups.
MERGING
WORLDSWorking with people who have passion and translating that passion for the world to see. There is no better opportunity than working with clients who love what they do and are making a difference through their vision.
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CONTENT AUDITS
We help our clients gain an in-depth understanding of their content; substance, quality, and accuracy; by working hand-in-hand with stakeholders
CURATED SITE SEARCH
Norex’s site architects build custom searches that rank search results according to popularity over time. We help make vital information easily accessible through designing simple, intelligent, and usable search engines.
CLEAN DESIGN
We help companies create and evolve websites in order to achieve the look and feel that forge long-term competitive advantages in the marketplace.
RESPONSIVE DEVELOPMENT
Norex helps companies transition to
mobile and succeed in the space.
MULTILINGUAL CONTENT
For companies integrating multilingual into their website, Norex helps with strategy and implementation of all languages and content.
EASY TO USE CMS
Secure, easy-to-use content management systems are essential for all businesses. Norex builds on globally supported content management systems designed for Marketing Managers so they can maintain up-to-date information, news, and events.
SOCIAL MEDIA INTEGRATION
Norex helps companies build ongoing, continuous relationships with consumers through effective use of social media platforms and by giving Marketing Managers the right tools for engagement and advocacy.
SEO
Norex provides paid and natural search marketing services. We approach search optimization from several perspectives.
Bringing Vision To Life
THE LEAD
PREDICTIVE DISCOVERY
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Stewart McKelveyPredictive Discovery Model
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Stewart McKelveyPredictive Discovery Model
“Stewart McKelvey is an
innovative, client-driven law
firm committed to providing
the highest quality of ethical
legal services, earning clients'
trust and meeting and striving
to exceed their needs.”
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Stewart McKelveyPredictive Discovery Model
“The firm invests in its people, technology and its business to ensure the continued delivery of quality service that clients have come to expect from the firm”.
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Stewart McKelveyPredictive Discovery Model
Understanding your business and objectives
Providing value through creative and timely service
Maintaining effective communication
At Stewart McKelvey, Service First means outperforming your expectations by:
www.envato.com
Innovative Leadership
20 largest in Canada
Client Driven
www.stewartmckelvey.com
FIRM PROFILE
25 YEARS OF INNOVATIVE LEADERSHIP
Stewart McKelvey proudly celebrates over 25 years of innovative leadership as Atlantic Canada’s first
and largest regional law firm. With a distinguished heritage reaching back to Canada’s confederation,
our law firm has established an international reputation for generating results. Since becoming the
first regional law firm over 25 years ago, Stewart McKelvey has grown to become one of the 20 largest
law firms in Canada.
The more than 200 lawyers and 300 staff in our six locations have a single objective: “THE BEST
RESULTS FOR OUR CLIENTS”
www.envato.com
Innovative Leadership
20 largest in Canada
Client Driven
www.stewartmckelvey.com
FIRM PROFILE
25 YEARS OF INNOVATIVE LEADERSHIP
We are a client-driven organization which takes a long term view of our relationships with clients and
others with whom we deal. Independence, individual initiative and a businesslike approach are
encouraged in a collegial team environment. We are committed to excellence in the practice of law
and to earning our clients’ trust and meeting their needs.
www.envato.com
Innovative Leadership
20 largest in Canada
Client Driven
www.stewartmckelvey.com
OUR VISION
Continue to be the pre-eminent law firm in Atlantic Canada in meeting the needs and
earning the trust of our clients, our lawyers, our staff, and the legal profession.
www.envato.com
Innovative Leadership
20 largest in Canada
Client Driven
www.stewartmckelvey.com
VALUE STATEMENT
We are a client-driven organization which takes a long term view
of our relationships with clients and others with whom we deal.
Independence, individual initiative and a business-like approach
are encouraged in a collegial team environment. We are
committed to excellence in the practice of law and to earning our
clients' trust and meeting their needs. We wish to conduct our
practice in a manner which is economically efficient to our clients
and highly rewarding, financially and otherwise, to our partners
and to our associate lawyers.
www.envato.com
Innovative Leadership
20 largest in Canada
Client Driven
www.stewartmckelvey.com
OUR DEALINGS WITH EACH OTHER
We are supportive of our partners and associates in all of our
offices. We recognize that our firm as a whole will grow and
prosper if we support one another. We treat each other, our staff
and others with whom we deal, with respect, courtesy and
openness. Differences in the degree of financial contribution
made by each of us is only intended to be reflected in the
compensation which we receive. We value and reward initiative
and hard work, recognizing that our firm must be able to
accommodate individuals with varying aspirations and
expectations. We strive to be team players. Each of us recognizes
our individual duty to conduct and manage our practice in a
manner which is in the best interests of the firm.
www.envato.com
Innovative Leadership
20 largest in Canada
Client Driven
www.stewartmckelvey.com
SERVICE FIRST
Clients expect and have the right to receive full value for the fee charged. We have earned a
reputation for providing value to business, the public sector and individuals. Service First
defines the standards of client service at Stewart McKelvey. Our lawyers and staff hold
themselves accountable to deliver the following standards of service to each of our clients:
OUTPERFORMING YOUR EXPECTATIONS
At Stewart McKelvey, Service First means outperforming your expectations by:
Understanding your business and objectives
Providing value through creative and timely service
Maintaining effective communication
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Stewart McKelvey’s Core Values
INNOVATIVE LEADERSHIP
SERVICE FIRST
EXCELLENCE
INNOVATIVE
LEADERSHIPWe are an award-winning national law firm looking for a technology facelift while maintaining our brand and message.
Bringing life with a fresh and engaging approach to the subject matter.
We’re looking to improve the design and visibility of our site as well as expanding and enhancing the content.
The website is managed by a non-technical marketing team; managing the website and adding news and events should be efficient and easy."
SERVICE FIRST Our new site will be used to reach more communities and create two-way dialogue between our prospective and current clients. We want social media integration to drive the conversation by allowing users to ask questions and provide unsolicited feedback.“
EXCELLENCE We are committed to excellence in the practice of law and to earning our clients' trust and meeting their needs. We wish to conduct our practice in a manner which is economically efficient to our clients and highly rewarding, financially and otherwise, to our partners and to our associate lawyers.
Understanding a client’s business and objectivesProviding value through creative and timely serviceMaintaining effective communication
Outstanding websites, web applications, and products that merge the digital and physical world.
Bring Stewart McKelvey’s Vision to Life
SAMPLE SOLUTIONS
THE BRAND
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STRENGTHEN
ONLINE BRANDMirroring the beautiful Stewart
McKelvey law offices; a modern, professional, and clean design
Outstanding websites, web applications, and products that merge the digital and physical
world.
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STRENGTHEN
ONLINE BRANDWe help companies create and
evolve websites in order to achieve the look and feel that forge long-
term competitive advantages in the marketplace.
The pre-eminent law firm in Atlantic Canada in meeting the needs and earning the trust of
our clients, our lawyers, our staff, and the legal profession.
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Great Design Is Not The End Game
For a law firm first impression is critical. Visitors often have been involved in a traumatic experience, serious personal/family issues, or need representation for a number of other reasons and want to simply and clearly understand who you are and how you can help them.
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Great Design Is Not The End Game
A firms website should quickly and concisely introduce their practice and allow quick and easy contact to be made. It should also present the firm or lawyer's, practice areas, case results, profiles, expertise but most of all –how to contact or schedule a consultation. These are the elements of a solid content structure
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Great Design Is Not The End Game
Your website should quickly and concisely introduce your practice and allow quick and easy contact to be made. It should also present the firm or lawyer's, practice areas, case results, profiles, expertise but most of all – how to contact or schedule a consultation. These are the elements of a solid content structure.
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Great Design Is Not The End Game
The website needs to present complex associations of related content simply to make each page easily navigable for the user. Reaching any piece of information in three clicks or less is important for desktop and mobile site users.
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Great Design Is Not The End Game
Curated Site Search
Drill Down Navigation
Responsive Development
Social Integration
SERVICE FIRST
At Stewart McKelvey, Service First means outperforming your expectations.
SERVICE FIRST
Stewart McKelvey has 200 attorneys at 6 different locations. They offer services in 26 legal specializations across 14 industries. Each subset of the firm has to be explained and interconnected with various News, Events, Blogs and Case Studies.
Delivering a user‐friendly site that can deliver large amounts of constantly changing information to our key audiences.
SERVICE FIRST
Easy Points of Entry
Drill Down Navigation
The Right Content at the Right Time
See where you’re going before you click
Responsive Development
SERVICE FIRST
Easy Points of Entry
Team filter prompts users to find attorneys based on requirements like location, service type and language. By targeting these kinds of user non-negotiables, site content can be focused on the needs of a specific user right off the bat.
Providing value through creative and timely service
Providing value through creative and timely service
SERVICE FIRST
Drill Down Navigation
We ensured that any user group could find what they needed within 3 clicks. A pull-out menu on the right-hand side of the website organizes content into three tiers of navigation, starting with a general sitemap and displaying more detailed submenus as the user drills in on what they’re after. By hiding complex content until the moment it is required, neither user group has to filter through content that is intended for a different audience. Users can easily grasp the structure of the site and locate desired information.
Providing value through creative and timely service
SERVICE FIRST
The Right Content at the Right Time
We used interconnected content to provide users with relevant resources based on their current location on the site. News, Blog Posts and Resources can all be linked to relevant Services and lawyer profile pages. When users visit an individual Service or Lawyer page, related published content is displayed in subsections. This approach allows BoyneClarke to provide each user with a highly focused subset of content at any given time. Users from both Retail and Corporate sectors are able to intuitively navigate this content and ultimately, find more than they came for.
Providing value through creative and timely service
SERVICE FIRST
See where you’re going before you click
We used the main menu to give users ‘snapshot’ of the website as a whole. By outlining what resources and tools are available, users are shown the different ways they can use the site and the most efficient pathways through it. This allows users to quickly and easily find what they are looking for, as well as giving greater visibility to content that might otherwise have been missed.
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Your website should quickly and concisely introduce your practice and allow quick and easy contact to be made via all devices.
It should also present the firm or lawyer's, practice areas, case results, profiles, expertise but most of all – how to contact or schedule a consultation. These are the elements of a solid content structure…
But how do you create the best experience for all users?
SERVICE FIRST
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Responsive DevelopmentThe business world is increasingly surrounded by mobile devices and mobile is now at the center of web strategy. We've designed and developed mobile and responsive websites for companies across the globe.
DESKTOP VERSION
TABLET VERSION
PHONE VERSION
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Responsive Development
Why is this
important? Because
your website is a
marketing tool and it’s
crucial to optimize it.
By providing a quality
user experience on all
devices, you’re on the
right track to keep
your visitors satisfied
and coming back for
more, an over-arching
SEO and marketing
objective.
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Service FirstA User-Friendly Experience
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The new site will be used to reach more communities and create two-way dialogue between our prospective and current clients. We want social media integration to drive the conversation by allowing users to ask questions and provide unsolicited feedback.
INNOVATIVE LEADERSHIP
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INNOVATIVE LEADRESHIP
We want social media integration to drive the conversation by allowing users to ask questions and provide unsolicited feedback.
Maintaining effective communication
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INNOVATIVE LEADERSHIPInnovative Social Media Integration
‘Smart’ Linkedin integration, offering users quick access to see their contacts from the your offices
LinkedIn Connections
Hashpipe
pulls in and displays images based on Instagram and Twitter hashtags. Search, create, or randomize pipes by using the magical buttons. Hashpipe will keep track of any new images with the given tag and periodically update.
HIGHLIGHTS
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Feature List
Norex helps companies transition to mobile and succeed in the space.
Responsive Development
Mirroring the beautiful Stewart McKelvey law offices; a modern, professional, and clean design
Clean Design
And more recently with desktop publishing.
Social Media Integration
Norex provides paid and natural search marketing services. We approach search optimization from several perspectives.
SEO
Curated Site Search
Easy-to-use content management systems are essential for all businesses. Designed for Marketing Managers so they can maintain up-to-date information, news, and events.
Easy to use CMS
Easy Points of EntryDrill Down NavigationRight Content at Right TimeSee Where You’re Going Before You Click
THANK YOU